Millennial Media Consumption and the Birth of the Anytime, Anywhere

Home , Cable Music Channel

Television Viewing Experience

A Thesis

Submitted to the Faculty

Drexel University

Andrea M. Gould

in partial fulfillment of the

requirements for the degree

Masters of Science

Television Management

May 2014

Dedications

I would first like to Thank God, for allowing me to complete this journey. For as it says in Philippians 4:13; “I can do all things through Christ who strengthens me.”

Secondly, I dedicate this thesis to my parents, Michelle Ford and Andre Gould

and my grandmother, Thelma Gould. I thank you for your continued sacrifices,

love, prayers, support and for always telling me that I was someone special.

Lastly, I dedicate this thesis to, Katrina Lawrence, my Masters study partner. I

cherish every Sunday afternoon we spent in Starbucks studying for hours and I

thank you for pushing me to complete this journey no matter how hard it got.

iii

Acknowledgements

I would like to thank my thesis advisor, Philip Salas, for dedicating your time as well as your wisdom and insight in helping me to complete this process. I would also like to thank my program director, Albert Tedesco. Thank your for choosing me as your graduate assistant and pushing me to think “outside the box” as well as pushing me to complete this thesis.

Table of Contents List of Figures...... v Abstract...... vi 1. Introduction and Background...... 1 1.1 Introduction...... 1 1.2 Statement of Problem...... 2 1.3 Background and Need...... 3 1.4 Purpose of Study...... 4 1.5 Research Questions...... 5 1.6 Significance to Field...... 6 1.7 Definitions...... 7 2. Review of Literature...... 8 2.1 Media Consumption Characteristics of Millennials...... 9 2.2 Areas in which programmers/networks are struggling to attract/engage Millennials...... 13 2.3 Ways in which programmers/networks are currently seeking to increase engagement among Millennials...... 16 2.4 Summary...... 21 3. Methodology...... 23 3.1 Setting/Sample/Participants...... 24 3.2 Measurement Instruments/Data Collection/Procedures/ Data Analysis...... 27 4. Results...... 29 5. Discussion...... 42 5.1 Discussion/Conclusion...... 43 5.2 Limitations/Weakness...... 46 5.3 Recommendations for Future Research...... 47 Bibliography...... 49 Appendix...... 52

List of Figures and Tables

Figure #1- Age...... 25

Figure #2- Ethnicity...... 26

Figure #3- Educational Background...... 26

Figure #4- Occupational Background...... 27

Figure #5- Frequency of fast forwarding through commercials...... 29

Figure #6- Importance of accessing content across multiple platforms...... 30

Figure #7- Inclination to continue viewing if social viewing apps and mini-web series are implemented...... 31

Figure #8- Importance of the incorporation of social media in viewing experience...... 32

Table #1- Cross-Tabulation #1...... 35

Table #2- Cross-Tabulation #2...... 35

Table #3- Cross-Tabulation #3...... 36

Table #4- Cross-Tabulation #4...... 37

Table #5- Cross-Tabulation #5...... 38

ABSTRACT

The purpose of this thesis is to identify the major media consumption

characteristics of the millennial generation and the impact that these

characteristics have on the entertainment/media industry. The unique media

consumption characteristics of this generation have not only contributed to the

development of new trends but have presented challenges to many programmers

and networks. The main challenge has been the creation of compelling content

that will attract and engage millennials as viewing continues to become more

fragmented and personal. By understanding and identifying the key media

consumption characteristics of millennials, programmers/networks are given the

chance to develop new opportunities that will help prepare for the next

generation of viewers.

The research presented herein will highlight the importance of

understanding the viewing audience on a more intimate level in order to meet

their needs. Previous research studies/reports on millennial characteristics and

media consumption habits were evaluated to gain perspective on the topic.

Additionally, a survey was issued to a select population of millennials to gain further insight. This study further concludes that the creation of entertaining and interactive content is what will engage both the millennial (18-34) and plural

(those persons born from 1997 to the present day) generations. Millennials still participate in the consumption of “old” media. Programmers/networks need to develop a balance between “old” and “new media” to meet the new viewing expectations of millennials and plurals. i

Chapter One: Introduction and Background

1.1 Introduction

There have been major shifts in media consumption by society as a whole.

What for so many years had been an opportunity to bring families together on a

weekly basis, has now become a more personal experience as media technology has advanced. Beginning with the introduction of the VCR in the 1980s

(Monaghan, n.d), television viewers were able to record their favorite programs and watch them at a later time, leading to what is known today as “time-shifted” viewing. The introduction of the Internet in the 1990s (Monaghan, n.d), created a new age of technology and innovation.

The invention of various devices, including DVD, TiVo, Roku, Tablets,

Laptops and Game Consoles, as well as social media outlets YouTube,

Facebook and Twitter have allowed for numerous ways in which viewers can access a wide variety of media beyond the traditional television set. While traditional television has not yet been abandoned completely, there has been a steady decline in its overall consumption (Anatole, 2012). The “second-screen” is now becoming the first screen for many, holding especially true for the Millennial

Generation (Anatole, 2012). Millennials (those between the ages of 18-34) have redefined the television viewing experience, fueling the shift from traditional television to the web (Baird, 2013).

The Internet has become a frequent source of entertainment for millennials because it is easily accessible and meets the needs of their on-the-go lifestyle. Millennials have begun to incorporate “old media” with “new media”,

thus challenging programmers to find ways to attract and keep them engaged

across all media platforms. In order to survive in an industry that continues to

change, the more traditional forms of media that society has grown accustomed to, must learn to adapt to their environment. The current environment is led by millennials and they know exactly what they want -- when and how they want it.

Millennials have been vocal with regard to their media needs, and

programmers/networks need to listen and work to meet these needs before

“Generation Z/Plurals” take the industry by storm. “Generation Z/Plurals” were

born into an already “connected” world, being the first generation of true digital

natives (O’Malley, 2013) and they long for all forms of media to be delivered to

them constantly, both on and offline.

1.2 Statement of Problem

While millennials are often perceived in a negative way because of their

“all about me” attitude toward life (Tennant, 2012), it is that very attitude that has led to a major shift in how media is consumed. Their longing to have things how they want them, where they want them and when they want them has driven new developments in the anytime, anywhere viewing platform that many experience today. The Anytime, Anywhere experience has allowed viewers of all ages to access a wide variety of content across multiple-platforms at their leisure.

However, millennial viewers and their unique media consumption characteristics present a challenge to programmers/networks as media consumption becomes

more fragmented and personal.

Millennials prefer television that can be accessed across multiple platforms. This has led to challenges as programmers try to create compelling content across these platforms. Some networks including ABC Family, MTV and

The CW have evolved by developing content that has successfully engaged those who desire a more social and interactive viewing atmosphere. However, many networks still lack the programming needed to reach millennials, who have been labeled “the largest demographic on the planet” (Abraham, 2013) and who have made a significant impact on the industry. By reaching millennials in the context of their lifestyles, described as “accessible, personalized and mobilized”

(DeLuca, 2012) through the creation of compelling content, programmers/networks have a better chance to increase viewership and engagement within this demographic.

1.3 Background and Need

This study will explore key areas that the researcher deemed to be of importance after review of the current literature. These areas include: Millennial media consumption characteristics, areas in which programmers/networks are struggling to attract/engage millennials, ways in which they are currently seeking to increase engagement, and preparation for the next generation of viewers. In exploring millennial media consumption, there were a number of studies and reports on millennial behavior and how they consume media on a daily basis. A study of millennial behavior that has provided an in-depth look at this demographic was conducted by the Pew Research Center. Their report, titled

Millennials: Confident.Connected.Open to Change was part of the Millennials: A

Portrait of Generation Next series that explored the “behaviors, values and

opinions of those that make up the Millennial Generation” (Pew Research Center,

2010).

While networks such as ABC Family and MTV had already created

content to target the millennial generation, new networks, including Pivot-

developed by Participant Media and FXX-developed by News Corp.’s FX

Network, were created specifically for millennials (Advertising Age, 2013). Pivot

network seeks to create entertainment will inspire social change among the

Millennial generation (Abraham, 2013), whereas the FXX Network was built

specifically around how millennials view television-online and on-the-go

(Abraham, 2013).

Overall, there exists a lack of research that included the direct viewpoint of the specific sample group featured in this study- millennials between the ages of

18-34. Many of the industry related reports and articles have drawn conclusions based on assumptions about the millennial generation.

1.4 Purpose of the Study

The purpose of this study is to explore the unique media consumption

characteristics of the Millennial generation, allowing media companies to

understand the importance of knowing their audience on a more intimate level in

order to fully meet their needs. The need to focus on this particular problem and

demographic is because the millennial generation has such a strong presence in

the world. This demographic consists of about 79 million people (Weissman,

2013) and their habits have fueled many shifts within the media and

entertainment industries. Targeting the millennial viewer has led to new trends in

the industry and has caused previous generations to make changes in the way

they access media. Continuing to reach the millennial generation will redefine the

media viewing experience for the next generation as they transition into

adulthood.

In order to get a better understanding of millennials and their media

consumption characteristics, the researcher evaluated previous research studies

and reports on millennial behavior and media consumption habits. Additionally, a

survey was conducted using social media, in order to determine the viewing

habits and needs of the Millennial demographic. This was done in an effort to

bridge the gap between what is known and what still needs to be known about

the media consumption needs of millennials. The goal of this study is to

encourage programmers/networks to create more entertaining and interactive

content in an effort to increase viewership and engagement among millennials,

and prepare for the changes that may come as the next generation (Generation

Z/Plurals) becomes more vocal about their media consumption needs.

1. 5 Research Questions

The following research questions have been considered in an attempt to

successfully address the problem:

1. What are the media consumption characteristics of a millennial?

2. In what key areas are television programmers/networks struggling to attract

and/or engage the millennial generation?

3. How are television programmers/networks seeking to increase engagement

among millennials?

4. What impact/effects can television programmers/networks expect on media

consumption from the “Generation Z/Plurals” group of viewers?

1.6 Significance to the Field

The benefit of this study is that it will serve as an outlet for viewers and future producers, writers, programmers and media owners who are part of the millennial generation to express their opinions. The study will allow them to share ideas and concepts regarding what they believe should be done to increase viewership and engagement among millennials, and prepare for the next generation. Programmers and networks are struggling to find ways to remain appealing to millennials, primarily because they do not truly understand them.

The many characteristics that define this generation make it harder for programmers and networks to pinpoint a direct way to reach this audience.

Instead of listening to millennials who have been vocal in all areas of life, the media/entertainment industry draws conclusions and tries to appeal to them based on what they think they want/need.

It is the researcher’s hope that the voice of the millennial generation is heard and those seeking to work in the industry will be given the opportunity to do so. Hiring millennials who seek to work in the entertainment/media industry and allowing them to bring their everyday experiences and educational background to the creative process of creating content, could lead to a significant increase in viewership and engagement among this generation. If programmers

7 and networks want to remain relevant in an industry that is becoming more fragmented and personal and reach their target demographic, they must acknowledge the need to truly understand them.

1.7 Definitions

For the purpose of this study, the following terms were used:

Millennial: those persons who fall between the 18-34 year age group (Whelan, n.d.)

“Time-shifted” viewing: process of recording and storing programming for later viewing.

Generation Z/Plurals: those persons born from 1997 to the present day

Media Consumption: ways in which media can be accessed

Second-Screen: the use of an additional electronic device while watching television (i.e. smartphones, tablets, laptops/computers)

Connected: engaging in or having access to activities that require Internet services (i.e. social media, phone, and television)

Spoiler: to reveal the plot or element of a program as it relates to the use of social media in the television viewing experience

Chapter 2: Review of the Literature

As technology and innovation have progressed in the entertainment/media

industry, there has been a shift from traditional viewing to a more personal and

fragmented experience. The invention and increased popularity of the Internet

has led audiences to access their entertainment more frequently online. This shift from traditional media viewing to online viewing has been primarily fueled by the millennial generation (Baird, 2013). Although they have not fully abandoned the traditional television set, there has been a steady decline in its consumption by this generation (Anatole, 2012). As millennials continue to redefine the television viewing experience, programmers and networks need to continue to find ways to attract and keep them engaged across multiple media platforms.

Their unique media consumption characteristics have presented a challenge to programmers and networks that lack engaging and interactive content and the multiple platform availability that is needed to reach millennials.

By learning from this generation and working quickly to evolve to meet their needs, programmers and networks can prepare themselves for the needs of the next generation; Generation-Z/Plurals. This literature review will address four areas related to how millennial viewers and their unique media consumption characteristics present a challenge to programmers and networks as media consumption becomes more fragmented and personal. The first section will focus on research studies on the media consumption characteristics of millennials. The second section will address research related to areas in which programmers and networks are struggling to attract/engage millennials. The third section will

address research related to ways in which programmers/networks are currently

seeking to increase engagement among millennials. Finally, the fourth section

will highlight research related to industry preparation for the next generation of

viewers; Generation-Z/Plurals.

2.1 Media consumption characteristics of Millennials

As millennials begin to come of age and move into adulthood, it is

becoming more and more evident that this generation is defined by unique

characteristics. As described by the Pew Research Center’s in-depth analysis of

millennials, “Generations, like people, have personalities, and millennials...have

begun to forge theirs: confident, self-expressive, liberal, upbeat and open to change” (Pew Research Center, 2010). While millennials can be characterized in a number of ways, it is their use of technology that sets them apart from previous generations (Pew Research Center, 2010). In an open-ended survey question,

24% of respondents cited technology use as the main reason their generation is unique/distinct, with the report stating that “It’s not just their gadgets- it’s the way they’ve fused their social lives into them (Pew Research Center, 2010). The purpose of the Pew Center’s study was to explore the behaviors, values and opinions of those that make up the Millennial Generation (Pew Research Center,

2010).

The report profiled a population of roughly 50 million millennials between the ages of 18-29 and examined various aspects of their lives, including demographics, political and social values, lifestyles and priorities, digital technology and social media habits and their economic and educational

aspirations (Pew Research Center, 2010). The study also compared and

contrasted millennials with other generations including: Gen Xers (ages 30-45),

Baby Boomers (ages 46-64) and Silents (ages 65 and older) (Pew Research

Center, 2010). The findings were based on a national cross-section of 2,020

adults including a sample of millennials (830 respondents), conducted by landline and cellular telephone from January 14-27, 2010. Five separate samples were used to collect data in an effort to obtain a more representative sample and as many as seven attempts were made to contact every sampled telephone number

(Pew Research Center, 2010).

Information from more than two decades of Pew Research Center surveys, an analysis of Census Bureau data and other related studies were also included in the Pew Research Center’s study, concluding that the Millennial generation is not just a generation characterized by technology but more ethnically and racially diverse than prior generations. Millennials are less religious and are currently on track to become the most educated generation in

American history. They are optimistic about the future and embrace multiple modes of self-expression displayed in their use of social media, numerous tattoos and body piercings. They value family and are less likely to identify with a particular political party (Pew Research Center, 2010).

As the television industry continues to change, millennials have begun to consume media in a variety of new ways. There have been numerous shifts in how millennials watch content and how they interact with television. In response to their changing media consumption habits, networks and marketers are

11 developing content that is more accessible, interactive and shareable. This has led to new trends centered on the television viewing experience (Anatole, 2012).

Three trends that have led millennials to redefine the television viewing experience include redefining the second screen, marketing television through new media, and social viewers and shapers (Anatole, 2012).

“The traditional TV set is still millennials’ preferred place to watch a show, yet Nielsen’s findings also illustrate a continuous decline in traditional TV viewership” (Anatole, 2012). Millennials are moving away from the traditional media and engaging in “old media (traditional television and radio) and new media (portable devices) together, leading to what is known as “the second screen” experience (Anatole, 2012). As millennials become more interested in multi-tasking on one device, the second-screen is now becoming the first. The popularity for the use of one device has caused some companies, such as the

Cartoon Network, to create applications that allow viewers to play games and view content simultaneously. This has created a more interactive viewing experience (Anatole, 2012).

The trend of marketing television through new media illustrates how networks are using millennials to build buzz about their programs through their use of social media. “Networks are allowing viewers to be the brand ambassadors by rewarding them with early access to pilots and samples of their product” (Anatole, 2012). Networks are also turning to online advertising to reach the millennial generation because that is where they spend much of their time.

Short videos, live Twitter feeds and text promotions are some examples of what

12 networks are currently doing to engage and advertise to the Millennial generation. Allowing the millennial generation to be participatory viewers has helped networks generate buzz and increase viewer engagement (Anatole,

2012).

The evolving trend of social viewing applications like GetGlue offer viewers capabilities that include check-ins, social chatter, who’s watching what, commerce and provides other information (Anatole, 2012). Social media influences television content and writers and producers are now beginning to incorporate these thoughts into show scripts (Anatole, 2012). While social media can at times be a spoiler to programs, it has created a new type of interaction between the viewer and the creator (Anatole, 2012). The increasing shift in viewing habits from television to the web is beginning to have a major impact on both broadcast and cable television. At the forefront of this new trend is the millennial generation, who are now being described as “cord cutters” or “cord nevers” (Baird, 2013).

Cord cutters are defined as broadband subscribers who are now choosing to do away with traditional pay-tv services (Baird, 2013). Cord nevers are defined as those who have chosen to never sign up for pay-tv services

(Baird, 2013). According to Jim Flynn, president of Massachusetts-based

Overlook TV; Millennials “...are perfectly happy getting all their video over the

Internet” (Baird, 2013). However, there are other experts who believe that

“Millennial ‘Cord Nevers’” are not destroying the broadcast and cable television business (Baird, 2013). Although the Internet is a popular source of

entertainment for the Millennial generation, they have yet to fully abandon the

traditional viewing platform.

2.2 Areas in which programmers/networks are struggling to attract/engage millennials

Television viewers have new expectations when it comes to their viewing

experience and this is especially true for the millennial generation. As they continue to incorporate new media with traditional media in their everyday routines, the true definition of “television” is questioned (DeLuca, 2012). Today, television is defined more by the format of its content rather than the traditional box set we are accustomed to (DeLuca, 2012). Millennials value the accessibility of their entertainment, which has been made available to them through various sources including laptops, smartphones and tablets (DeLuca, 2012). In order for more traditional forms of entertainment to survive, they must learn to adapt in an industry that is rapidly evolving.

Millennials desire a more interactive viewing experience (DeLuca, 2012).

Networks and programmers are struggling to meet the needs of the millennial generation because they are not adapting quickly enough in the fast paced environment of the entertainment industry (DeLuca, 2012). New trends and technological innovation will continue to develop throughout time. If they wish to remain relevant, networks and programmers need to create a more interactive viewing experience to keep millennials and future generations engaged. “If traditional TV networks want to survive, they must meet these viewers in the context of their lifestyles, in an accessible, personalized and mobilized way,

without breaching the rules of engagement for acceptable contact practices from

brands on mobile/ social channels” (DeLuca, 2012).

DeLuca (2012) has identified three key areas that characterize the

millennial audience; online video consumption habits, social relevancy and social

curation, and penetration of mobile platforms. Various online video consumption

habits include an increase in time-shifting, place-shifting and source-shifting

when viewing online content and using the Internet as a source to discover

diverse content (i.e. sneak peeks, highlights and behind-the-scenes) (DeLuca,

2012). For millennials, these online video consumption habits have led to a more personal experience. They are able to access a wide variety of programming when, where and how they want to. Millennials have “grown bored of fixed show schedules” and want to be “engaged during shows, between shows and between seasons” (DeLuca, 2012). The Internet has also offered the ability to share content in a variety of ways (DeLuca, 2012).

Social relevancy and social curation are driven by the internet, which offers viewers the ability to share content with others through e-mail, Twitter,

Facebook, etc. (DeLuca, 2012). Social media sites have allowed viewers to share their opinions about programs causing those who were once non-viewers to tune in. “Sharing can turn viewers into distributors and drive viral tune-in”

(DeLuca, 2012). According to a 2012 Nielsen report, 47% of the general

population visits a social network site during a television program (DeLuca,

2012). The creation of more social TV apps could help increase engagement,

especially within the millennial generation who spend much of their time

15 connected. In incorporating the penetration of these mobile platforms, customization and portability is key (DeLuca, 2012). Customizable social TV applications that can be downloaded via smartphones and tablets have the potential to reach the millennial generation who want to be kept engaged during and between episodes and seasons. If networkers and programmers realize that tuning out is what drives millennials away then they will not have to continue to struggle to attract and keep them engaged (DeLuca, 2012).

In order for traditional media and entertainment platforms to survive, they must adapt to meet the needs of their viewing audience. Since millennials have such a strong presence within the viewing audience, the industry must adapt quickly to meet the needs of their lifestyles. Millennials value accessibility, personalization and mobilization when it comes to their entertainment experience. Overall, solid examples of each key area were discussed, but more emphasis and detail on the impact of mobile devices on the media consumption habits of millennials are needed, because this medium is highly utilized by this generation. In trying to increase engagement among this generation, millennials have challenged programmers and networks to create more compelling content across multiple platforms as they desire a more social environment (O’Ferrall,

2013).

New devices in the industry have an impact on the production of content.

Although traditional television still plays a key role in the media consumption habits of millennials, it is the use of the second and third screen that is allowing them to interact in new ways (O’Ferrall, 2013). Millennials are ushering in and

fueling the era of “living media”- media that has a life of its own in the hands of the consumer (O’Ferrall, 2013). Living media is a combination of tradition television, second and third screen content, and viewer interaction via social media (O’Ferrall, 2013). Millennials’ simultaneous use of old and new media is

significantly impacting the entertainment industry.

In order for programmers and networks to attract and keep millennials

engaged, “...they need to know their audience more intimately than ever before;

where they are, what they like, and how, when and where they consume”

(O’Ferrall, 2013). If they can do this and overcome the challenges presented by

this generation, they can open a window of opportunity that can lead to the

creation of compelling content for the next generation. A number of conclusions

can be made: television is still in demand among the millennial generation. The

second and third screens have become second nature to this generation and

lastly, millennials are engaging and interacting with content in a number of ways-

mainly by social media sites. The main challenge for programmers and networks

is to create content that is compelling enough for the traditional television as well

as the multiple personal devices that millennials use to access content. The new

content created needs to speak to the life of the Millennial and be able to meet

them when and wherever they are.

2.3 Ways in which programmers/networks are currently seeking to increase engagement among millennials

As younger generations continue to watch less live television,

programmers and networks are beginning to come up with new ways to reach

17 them via their smartphones, laptops and tablets. Programmers and networks realize that they are losing viewers in the digital age, as the traditional television screen competes for the attention of millennials who desire a more personal viewing experience. In an effort to attract and increase engagement, networks are implementing new strategies in an effort to meet the viewing needs of the

Millennial generation and remain profitable as the industry changes (Chmielewski and James, 2012). New programming strategies include developing shorter episodes, bulk online content and listening to and incorporating social media conversations into plot lines (Chmielewski and James, 2012). These new strategies address the unique characteristics of millennials, who are often defined as multi-tasking, having short attention spans, tech-savvy and social media experts (Chmielewski and James, 2012).

According to Neil Howe, president of LifeCourse Associates, “Networks are struggling with younger people. The big danger is whether [networks] will become gradually less relevant” giving attention to the idea that networks will

“disappear from younger viewer’s screens altogether” (Chmielewski and James,

2012). The Millennial generation is now the most valued of all, especially for networks and advertisers. They represent approximately one-third of the United

States population and possess stronger spending power than previous generations (Chmielewski and James, 2012). Although millennials have not fully abandoned the traditional television set, their new methods of consuming media and entertainment are making it increasingly more difficult for advertisers to reach them.

An example of a network that has proven successful in reaching the

Millennial generation and reshaping the industry is The CW (Chmielewski and

James, 2012). The network developed a mobile application that allowed

episodes of “Gossip Girl” and “The Vampire Diaries” to be made available online

within hours of the show airing (Chmielewski and James, 2012). According to

Rick Haskins, the CW’s Executive Vice President of marketing and digital

programs, “The millennial generation is the ‘I know what I want, when I want it and how I want it’...You need to supply them the product, however they want to consume it” (Chmielewski and James, 2012). By incorporating this strategy, The

CW doubled the percentage rate of their digital viewing. Another trend noticed

by networks is that millennials desire a “360-degree connection” with programs

(Chmielewski and James, 2012).

The “360-degree connection” they desire is the ability to access and

interact with programs from all angles. Simply watching the program is not

enough to keep millennials tuned in. They want more details about programs and

the ability to interact with other viewers, and they want to be able to do this

across all of their devices (Chmielewski and James, 2012). Social media is key

for the millennial generation. This medium represents a sense of community for

millennials, places where they can freely participate and express their ideas and

opinions.

Incorporating social media has given a sense of hope for programmers

and networks as they continue to develop new strategies to attract and engage

millennials. If programmers and networks continue to utilize social media and

19 create a “new experience” for millennials across multiple platforms this could lead to a significant increase in viewership and allow networks to remain relevant.

Defined by their unique characteristics and large number, millennials “are a force to be reckoned with in the media world (Whelan, n.d.) Two new networks have been created that specially target the millennial generation; Pivot, owned by

Participant Media debuted in August of 2013, and FXX, owned by News Corp.’s

FX debuted in September 2013 (Whelan, n.d.).

While networks such as ABC Family and MTV already have a strong viewership presence among this generation, others are realizing their importance and seeking to reach them. In response to their new competitors, MTV president

Stephen Friedman says, “It confirms the importance of this audience...It’s not surprising other people are jumping into this space to reach them. Given that they’re bigger than boomers, think about the clout and the buying power”

(Whelan, n.d.). Pivot and FFX plan to create programming in various genres that is appealing to millennials, including, talk, scripted drama, variety shows and late night (Whelan, n.d.). Another key strategy of these two networks is to create original programming that speaks to and reflects the lives of millennials. This programming should reflect “A world with non-traditional families and an ethnic, racial and sexual-orientation rainbow” (Whelan, n.d.).

The main challenge presented to these two networks is to find success with social media as ABC Family and MTV have. Pivot network seeks to entertain and inspire to create social change via their programming. Their lineup currently includes: TakePart Live, a late-night daily talk show, HitRECord on TV!

a variety show, Raising McCain a docu-talk series and “Jersey Strong,” a reality show set in Newark, N.J. (Whelan, n.d.). In an effort to reach a large number of

Hispanic millennials, Pivot will be partnering with Univision to produce 10 documentaries that will run in English on Pivot and in Spanish on the Univision broadcast network (Whelan, n.d.). The network also has plans to create a “first- of-a-kind broadband-only subscription service” (Whelan, n.d.).

FXX will target viewers in the 18-34 demographic, relying heavily on their

FX brand association to keep them ahead of the competition (Whelan, n.d.). The

network’s schedule will include: It’s Always Sunny in Philadelphia, The League

and Fully Baked, as well as other comedies and dramas that will be added over

time. FXX’s key to success will be to keep fans’ interest going, focusing on

creating content viewable online and offering applications that allow for live

streaming and/or on-demand content (Whelan, n.d.). Pivot and FXX were not the

only networks that debuted this year with the millennial generation as its target.

ABC joined with Univision to launch Fusion in October. Fusion targets Hispanic

millennials ages 16-30 with programming that includes news, comedy and sports.

Another network created by Univision targeting Hispanic millennials is El Rey.

Set to launch in December 2013, El Rey will include content featuring reality

shows, scripted series, news, comedy, movies, music, animation, documentaries

and sports (Sass, 2013).

Developed by Sean Combs, Revolt TV was launched in November 2013

as a cable music channel targeted to millennials, through a partnership with

Comcast. Revolt TV’s goal is to deliver music, exclusive interviews, concerts and

other content related to music (Elfman, 2013). Launched in August 2013, Al

Jazeera America is relying on its “interactive, intelligent programming” to reach

the millennial generation (Karambelas, 2013). Millennials, a once under-targeted generation in the media world, can now expect to have their needs met as new networks are developed and programmers continue to develop new content delivery strategies.

Programmers and networks not only need to find ways to attract and engage the millennial generation but they also need to prepare for Generation-

Z/Plurals. This generation is quickly becoming of age and has been constantly connected to the digital world. Like the millennials, they are a diverse group that requires constant access to entertainment. While millennials turn to laptops and cellphones to view content, Generation-Z/Plurals rely heavily on tablet devices for their entertainment (Friedman, 2014). Generation-Z/Plurals are a generation

who thrives on being constantly connected.

Besides the need to be constantly connected, the reports lacked other

information with regard to what sparks the interest of this generation. Future

reports should further explore the needs of this generation by covering ways in

which they are responding to content and strategies targeted to millennials and

explore the impact that the tablet device is having on this generation.

2.4 Summary

The unique media consumption characteristics of the millennial audience

have made it harder for programmers and networks to reach them, but many are

beginning to adapt to industry changes in an effort to remain relevant.

Programmers and networks are realizing the importance of understanding their

audience on a more intimate level, focusing mainly on the needs of the millennial

generation because they hold such a strong presence in the world and the

entertainment industry. Primarily recognized for their use of technology,

millennials now desire a more interactive experience across all media platforms.

Millennials know what they want, when they want it and how they want it.

Networks are responding to this new viewing experience by creating content and

applications that address this anytime, anywhere need.

Further incorporation of the millennial viewpoint is still needed to truly understand this demographic. Millennials have influenced the viewing habits of previous generations and will set the trends for the next generation as they develop their own unique media consumption characteristics. By incorporating

their viewpoints, creating compelling content, developing a more interactive

experience and making content and other program information constantly

available across multiple platforms, networks will create the “360-degree”

(Chmielewski & James, 2012) viewing experiences that millennials and

Generation-Z/Plurals desire. This will allow for increased viewership and engagement, as well as create a sense of community and togetherness through personal devices that were once experienced in front of the traditional television set.

Chapter Three: Methodology

The millennial generation has been characterized by a number of traits,

both positive and negative. However, it is their use of technology that makes

them stand out from other generations. Their longing to have access to media

content how they want it, where they want and when they want it has led to

significant shifts in the entertainment industry. These shifts have contributed to

the development of the anytime, anywhere viewing platform, allowing viewers of

all ages to access a wide variety of content across multiple-platforms at their

leisure.

Millennial viewers and their unique media consumption characteristics

have begun to present a challenge to programmers/networks as media

consumption becomes more fragmented and personal. Programmers struggle to

create content that is compelling enough to be shared across multiple-platforms.

Millennials desire a more interactive experience to keep them engaged.

Networks and programmers need to quickly adapt to the needs of millennials and

prepare themselves for new trends in media consumption as the next generation

comes of age.

The following research questions were addressed in this study:

1. What are the media consumption characteristics of a millennial?

2. In what key areas are television programmers and networks struggling to attract the Millennial Generation?

3. How are television programmers and networks seeking to increase engagement among millennials?

4. What impact/effects can television programmers/networks expect on media consumption from the “Generation Z/Plurals” group of viewers?

This study followed a qualitative design (Bui, 2009) in an effort to gather an in-depth understanding of the unique characteristics that define millennials, by exploring how these characteristics are reflected in their social media and overall media consumption habits, to offer insight on better ways to reach and engage this audience. An analysis of various industry related articles and reports and a

21-question survey was used to collect data related to areas in which the unique media consumption characteristics of millennials have influenced trends in the entertainment industry. The narrative data and the data collected from the survey were categorized into four themes related to the research questions.

3.1 Setting/Sample/Participants

The survey portion of this study was distributed online via the social networking site Facebook. A link was provided for those between the ages of 18-

34 to participate in the 21-question survey. (Refer to Appendix for survey questions) The sampling procedure used by the researcher was convenience sampling. The participants were restricted to those who were friends with the researcher via Facebook, of the desired demographic and were willing to take part in the study. There were a total of 42 surveys started and 31 surveys completed.

Respondents to this survey included 30 between the ages of 18-24, 12

between the ages of 25-34 and 4 who were 35+.

Figure #1- Age

The four respondents who were 35+ were directed to the end of the survey, as

their age was outside of the target demographic for the study. The researcher chose to use Facebook in an effort to reach a larger, more diverse set of respondents. The respondents in the survey were from diverse ethnic backgrounds. There were six male and 36 female with the following ethnicities:

13 White, 24 African-American, two Hispanic, one Asian American and two

identified as other.

Figure #2- Ethnicity

The set of respondents also had diverse educational and occupational backgrounds.

Figure #3- Educational Background

Figure #4- Occupational Background

3.2 Measurement Instruments/Data Collection/Procedures/Data Analysis

The researcher distributed the survey, “Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience” via

Facebook. The 21-question survey was created using Qualtrics Survey Software after the researcher completed a three month long process of researching, collecting and analyzing various industry reports and articles. The survey was made available to those who wished to participate over a three-week span from

December 6, 2013- December 27, 2013. The survey included questions in multiple-choice and short answer formats.

All questions presented in the survey were geared towards gathering a millennial’s viewpoint in an effort to provide answers to the research questions.

After the survey was complete, the researcher used Qualtrics Survey Software to collect and analyze the data. By deleting unanswered surveys and reviewing the

28 results of the 31 completed surveys the researcher was then able to organize the responses and begin drawing conclusions. The data collected were analyzed based on the grouping of common themes, the matching of specific survey questions to specific research questions and a comparison of data collected from industry reports and articles with the data collected from the survey.

Chapter Four: Results

The following section describes the results of the survey issued by the researcher, as well as themes and patterns drawn from various industry related articles and reports. A 21-question survey tilted, “Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience” was issued via Facebook using Qualtrics Survey Software. The questions were structured to collect data regarding demographic information, media and social media usage information for those who were of the 18-34 age range. In an effort to provide answers to the research questions, an in-depth look at a millennial’s viewpoint was explored through the survey.

When asked about the frequency at which they fast forward through commercials which play a key role in the financing of television, 40% of respondents said they “sometimes” fast forward through commercials with only

10% saying they either “never” fast-forward or do so “all of the time.”

Figure #5- Frequency of Fast forwarding through commercials

Characterized by their need to view content quickly, a higher number of responses was expected for the option “all of the time.”

When asked about the importance of accessing content across multiple devices,

24% of respondents replied “somewhat unimportant”, whereas 15% replied “very important.”

Figure #6- Importance of accessing content across multiple devices

The millennial generation is often described as a multi-device generation who desire constant connection to those devices. It would therefore be expected that the ability to view content across multiple devices would be of higher importance. However, the concept of TV Everywhere is struggling to catch on, and not just affecting millennials; it is affecting people of all ages. The main reason why this concept is struggling to be accepted by audiences is that “people don’t know where, when or how they can access it, much less remember what their account login and password is for their home cable account” (Marchese,

2014).

One solution mentioned to help aid in increasing viewership among

millennials was to create social viewing apps and mini-web series to view

between show seasons (Anatole, 2012). It has proven to be a successful strategy

for some networks like FOX, NBC and MTV (Anatole, 2012.) However, when

asked how inclined they would be to continue viewing if more networks

implemented these strategies, 38% of respondents chose the “don’t know”

option.

Figure #7- Inclination to continuing viewing if social viewing apps and mini-web series are implemented

This indicates that it may not something of interest for this generation

despite their constant use of portable devices.

In addition to their use of technology, millennials have also been

categorized by their ability to multi-task. When asked what other activities they

engage in while watching traditional television or video online, the respondents

listed a number of activities, including texting/talking on the phone, homework/job

32 related work, eating/cooking, Internet search, social media, gaming, chores, and dancing/exercising.

Another solution mentioned to help increase engagement/viewership among millennials is to utilize social media more in an effort to reach them and gather their opinions. 26% of respondents replied that the incorporation of social media into their television viewing experience was “neither important nor unimportant to them.”

Figure #8-Importance of the incorporation of social media into viewing experience

This was reflected in their responses to the question - would you like to see more writers/producers incorporate viewer opinions/ideas from social media into the creation of some content? Some answers included the following:

- “Twitter has super saturated the market” - “Would be great to share ideas if the proper credit was given” - “No, it takes away from the suspense of the show and makes it more like reality TV” - “Should be considered only when determining if a show should continue because ratings aren’t always accurate”

- “Yes, because they want to target a certain audience, viewers could lose interest if opinions aren’t considered because they can provide a different outlook”

Media consumption among millennials has become more fragmented and personal over the years. What once was a family-oriented activity has now become a more personal experience. When asked how the inclusion of viewer opinions would impact their viewing experience the respondents provided the following answers:

- “Would be interesting to know others thoughts but may be distracting” - “Horrible- an example would be Season 4 of Community, degraded the quality of the programming” - “Writers/producers tend not to understand the strong connection viewers have with the shows- an example was when the actor Christopher Meloni who played Detective Elliot Stabler left Law & Order: SVU,” respondent doesn’t watch the show as much anymore because of this -“Need a balance of viewer opinion and writer/producer ideas and concepts- example of this is LOST, was encouraging to see that they listened to fans”

When asked about the ability to connect with and share thoughts with other viewers while watching television, the respondents provided the following answers:

- “Not needed, prefer to wait until after the show to discuss it” - “Would like the ability to do so even if I choose not to- would not want to be forced to do so” - “Prefer person to person connection/conversation” - “Likes the individualism of television” - “Only for certain shows or special events- including: finales, premieres, sports, Grammys” - “Could ruin the episode” - “Could be a more enjoyable experience”

In an effort to understand what keeps millennials engaged and identify the ideal viewing experience for this generation, the question of what creates an enjoyable television viewing experience was asked. Upon review of the

responses there were a number of ideas mentioned. Key areas that

programmers/networks need to focus on to attract and engage millennials would

be the following; fewer commercials, humor and intricate story-lines, relatable characters, cheaper prices coupled with good quality content, strong social media following and the ability to watch and discuss.

As more networks are developed to target the millennial generation and content is created/developed for networks that already exist, they need to understand one key concept in order survive in ever-changing industry and appeal to the next generation. They need to understand their viewing audience on a more intimate level- knowing what they want, when they want it and how they want it. When asked what values and themes they would like to see more of that speaks directly to their life experiences, the respondents provided the following:

- “Gender issues” - “Coming of age” - “Christian/spirituality” - “Documentaries” - “Diversity/African-American struggles and victories” - “Traditional family values” - “Comedy” - “Messages of hope because the younger generation has been written off by negative stereotypes seen on TV”- “Classics- love and loyalty” - “History, Science and Technology” - Kids cartoons-like in the 90s”

After analyzing the results of the survey questions, a number of cross- tabulations were performed to determine the relationship between various survey questions. The first cross-tabulation compared the relationship between the

35 respondent’s occupational status and their willingness to pay more for content with fewer commercials.

As expected, a higher number of respondents replied “no”. However, more students were expected to respond “no” than those who are full-time employees because students may not have jobs or disposable income to pay more for content.

The second cross-tabulation compared the relationship between the respondent’s gender and their inclination to continue viewing if networks created social view apps and mini-web series to increase engagement.

The results of this cross-tabulation were primarily female skewed, with many

replying “don’t know” or “probably will not.” Most of the male respondents replied

“don’t know” in relation to their inclination to continuing viewing if social viewing

apps and min-web series were created as a way to increase engagement during and between show seasons.

The third cross-tabulation compared the relationship between the

respondent’s educational status and how often they use a portable device (i.e.

laptop, tablet, smartphone) as a “second-screen” while watching traditional

television.

Of the 41 respondents, 38% who possess a bachelor’s degree often use these devices as a “second screen.” 21% of the respondents who possess a bachelor’s degree replied “never,” “rarely” or “sometimes.” It was expected that those with some college education or higher would use these devices more for entertainment because they own them for educational or professional uses.

The fourth cross-tabulation compared the relationship between the

respondent’s ethnicity and how often they access the Internet as a source of

entertainment.

The results of this cross-tabulation showed that those who most often access the

Internet as a source of entertainment were African American. A majority of the

African American respondents access the Internet as a source of entertainment

on a daily basis. The second largest group of the respondents classified

themselves as White, who also most often access the Internet as a source of

entertainment on a daily basis. It is suggested that the survey be distributed to a

larger population to gain more diverse results.

The fifth and final cross-tabulation compared the relationship between the respondent’s age and how important the incorporation of social media is into their viewing experience.

69% of the survey respondents were between the ages of 18-24, with 31% of

respondents being between the ages of 25-34. 41% of those between the ages

of 18-24 viewed the incorporation of social media as “not at all important”, while

26% of respondents viewed it as “somewhat important.” 42% of those between

the ages of 25-34 viewed it as “neither important nor unimportant” and an equal

number of respondents viewed it as “not at all important,” “very unimportant” or

“or somewhat important.” These results were unexpected because millennials

are often characterized by their constant use of social media. It was expected

that the millennials surveyed would place a higher value on the importance of

social media in their viewing experience.

The media paint various images of the Millennial generation; educated, open-to-change, confident, “all about me”, tech-savvy, etc. The media have allowed for various assumptions to be made about millennials, especially as it

relates to the television/entertainment industry. One common assumption is that

millennials are watching less television. Based on this survey, television is still a

popular medium among this generation.

They have not fully abandoned the traditional television viewing experience but choose to participate in other activities while viewing. Activities include listening to the radio, reading magazines/newspapers, and engaging in other activities on portable devices (i.e. laptops, smartphones, tablets, etc.).

Industry executives and analysts believe that everything needs to be digital in order to reach the Millennial generation. “That the best way to reach millennials is to focus on social media because that is where they spend most of their time”

(Abraham, 2013). However, the focus need not fully be on creating/developing new ways to reach the millennial generation, but to focus on the content and messages behind already existing brands to keep them engaged.

Although they may seem like a generation that is never “unplugged,” millennials still participate, in high numbers, in traditional forms of media. In focusing on the content and message to increase engagement, industry executives need to listen to the needs and wants of millennials who prefer content that is user-generated, takes into account their interests and creates a more interactive experience for them. As programmers and networks begin to better understand the interests of millennials, they can better determine which form of media best meets their needs.

Developing a balance between old and new media is critical in targeting millennials. In doing this, the challenge is to produce content that engaging,

readily available, inexpensive and interactive. If programmers and networks can

overcome the various challenges that come with developing a balance between

old and new media, “digital content can eventually be viewed as an industry

partner rather than a competitor” (Schulman, 2013). As content became available

on various portable devices, the anytime, anywhere viewing platform became

popular among all generations-with a larger impact among millennials because of

their strong presence in the world.

The anytime, anywhere concept, also known as TV everywhere, has many

benefits, one of which is the ability to “ have a tv-like experience from any device

in any location by using one set of credentials” (Marchese, 2014). However, the

concept has experienced some struggle in that many people “don’t know where,

when or how to access it, or remember their log-in information” (Marchese,

2014). The suggested solution to this is to once again focus on the content

(Marchese, 2014). Instead of the TV-Everywhere experience, it should be a

“Content Everywhere” experience, with the idea that “content is taken everywhere but you don’t need the set-top box experience” (Marchese, 2014)

The millennial generation as well as the plurals, expects something new

and different when it comes to their television viewing experience. They don’t just

want new characters and plot lines that they can relate to but also “a fundamental

re-thinking of content” (Shore, 2014). As a generation who was raised to speak-

up and have a voice, millennials expects that their voice will be heard and

implemented in the creation of content. Millennials desire content that will

become a more open-source and provide an outlet for audiences to co-create.

The “next generation of content” (Shore, 2014) should be able to reach across all media platforms, quick and to-the-point, interactive with game-like features and include opinions and views of the generation.

Content that is engaging will increase attraction and retention among millennials and prepare the industry for the plural generation; the true digital natives never knowing what it’s like to be unplugged. Networks targeted to this demographic can use some of the same strategies used to reach/engage millennials. However, programmers will need to produce content that creates an enjoyable content viewing experience on the tablet device. The tablet is the

Plural’s portable device of choice and its usage is expected to increase in the coming years (Friedman, 2014.)

Chapter 5: Discussion

As the millennial generation has come of age, they are now considered a

“force to be reckoned with” (Loechner, 2014) because of their economic impact.

Those between the ages of 18-34 make up the largest generational cohort on the planet and have set trends in all areas of life. The most impactful of these trends has been displayed in their media consumption habits. Millennials have fueled the shift from traditional television viewing to online media viewing as usage of the Internet became popular among the generation. Their desire to have things how they want them, where they want them and when they want them has led to new innovations in the anytime, anywhere viewing platform.

The ability to access content across multiple platforms is a key feature for this generation. However, millennials and their unique media consumption characteristics present a challenge to programmers and networks as media consumption becomes more fragmented and personal. Some networks have evolved to meet the needs of millennials but many still lack what is needed to reach them in the context of their lifestyles and keep them engaged. Truly understanding and implementing the needs/opinions of millennials into content creation will be a key strategy for programmers and networks in order to increase engagement and prepare for the next generation.

The purpose of this qualitative study was to further explore the unique media consumption characteristics of millennials, thus allowing media owners and producers to realize the importance of knowing their audience on a more intimate level. In doing this, they can truly meet the needs of a generation who

has, and will continue to have a significant impact of the entertainment/television

industry. The definition of “television” will continue to be redefined for millennials

as well as the Plural generation as digital and mobile innovation continues to

progress. Previous research from the direct view point of a Millennial proved to

be limited. In an effort to bridge the gap and offer further research concerning

millennials, the researcher evaluated previous studies and reports, and

conducted a survey to gain insight and understanding of the unique media

consumption characteristics of millennials.

5.1 Discussion/Conclusion

Based on the results of the survey and review of various industry related articles and reports, the key factor in reaching and engaging millennials is content. Where, when and how millennials access their content is not as important to this generation because they have direct control of it. They are able to decide in what place, at what time and on what device(s) they will choose to watch a program. However, millennials do not have direct control over the content made available to them. They are able to filter through the many options but the problem is that there is not enough content available that is of interest

and keeps them wanting more.

Appealing to the millennial generation is difficult, primarily because of the age range that makes up this generation. The large numbers of people that make up the 18-34 range are all at different stages in their lives and expect more than

previous generations. While those in previous generations may have also been

44 at various stages in their lives (i.e. school, work, marriage), they were not characterized by the things that make up the millennial generation; tech-savvy, multi-taskers, highly educated. Their large population, constant use of technology and changing media habits make it harder for networks and programmers to appeal to them. The content viewed, whether on traditional formats or online, needs to speak to the context of their lifestyles. Less focus should be put on which form of media should be used to reach them, but, instead toward development of content that is based on values/concepts that are shared among them as a whole. The content that is created needs to be compelling enough to reach across the various devices used by both Millennial and Plurals.

The development of such content can then determine which form of media is best suited to gain maximum viewership and increase engagement. A balanced mix between “old” and “new” media will be a key strategy in engaging the millennial generation. Another key strategy that will be a direct factor in reaching and engaging this audience, is listening. Millennials are a generation that was raised to be vocal about their thoughts and opinions. Although they enjoy the overall personal experience of media consumption, many enjoy sharing their thoughts about programs among others. Millennials prefer interactive entertainment and content needs to be compelling enough to give them something to talk about. Whether utilizing social media to gather and view thoughts and opinions or developing ways for viewers to be co-creators, their voices need to be heard.

Content that engages both the Millennial and Plural generations should be

easily accessible across all media platforms, simple and quick to attract their

short attention spans, relative to their life experiences and interactive in ways to

include their views and opinions. They can do without lengthy story lines and

complicated characters. Short and to the point is what engages these

generations, as many today find entertainment from :06 and :15 second clips via

Vine and Instagram. Millennials especially want to see more programs that reflect

values and themes of gender issues, diversity, traditional family values,

messages of hope and positivity. They tend to stray away from programs that

continue to show struggle and negative stereotypes often displayed in reality

television.

A more interactive experience will allow writers and producers to see just

how strong of a connection viewers have to programs which are not always

reflected in the ratings. The ability to co-create or share views and opinions in

viewing communities or through social media could create an even more

enjoyable experience, especially for programs such as premieres, finals, sports

and other special events. Although some millennials believe the incorporation of

viewer opinions may cause over-saturation in the industry, others view it as an important strategy in truly understanding what they need and want. If properly executed and incorporated into content creation, viewer opinions can better target the specific audience. It is challenging for a writer or producer who is outside of the Millennial or Plural demographic to truly speak to them. A deeper understanding is needed, whether it by using the views and opinions of

millennials directly or by further gathering insight to better increase engagement

among them.

5.2 Limitations/Weakness

Although the research methods used to conduct this study helped to

identify the key focus area to increase engagement among millennials, there

were a number of limitations to this study. The first limitation was related to the

distribution and sample size of the survey. The sample size was limited in that it

was distributed using only one source-Facebook. It was expected that by using

Facebook, a more diverse set of respondents would be gathered. However, if the

survey was distributed using various sources a larger sample size could have

been gathered.

A second limitation is related to the measurement tools used to conduct

this study. In addition to reviewing and analyzing industry articles and reports and

conducting a survey to determine ways to best engage millennials, incorporating

interviews of industry executives from the programming departments of the newly

developed networks (i.e. Pivot, Revolt, FXX), would aid in gaining further insight

into strategies they are implementing to increase viewership. Another

measurement tool that would have aided in gathering more information about

what content appeals to millennials would be a focus group, providing an

opportunity to watch programs from target networks and openly discuss them.

The third limitation is related to the overall focus of the study. Prior to the study, it

was expected that the focus would be on the use of media devices by millennials

and Plurals (i.e. tablets, smartphones, laptops, etc.). In order to properly engage

them, you have to meet that where they are-which is primarily online and through

social media. However, results showed that content should be the focus when

trying to increase engagement among millennials. The fourth and final limitation

of this study was related to the last research question regarding the Plural

generation of viewers. There were aspects of this research question that were

still left unanswered as a result of this study. Some aspects include the key

characteristics that make-up this group and the influences that these

characteristics have on their media consumption habits.

5.3 Recommendations for Future Research

Based on the results of the study, there are several recommendations for future research. One recommendation for future research is to incorporate the use of focus groups in an effort to see how implementing user-generated content

and developing a more interactive experience for millennials has worked for

current and new networks wishing to target this demographic. This will help the

next researcher be able to interact one-on-one with the respondents and get a more personal understanding of how compelling content could increase millennial engagement. Another recommended expansion of this study would be related to marketing directed to the millennial generation. If services are properly marketed to them in ways they can both understand and remember, the anytime, anywhere viewing platform could become more popular among millennials.

Another recommendation for further research as it relates to marketing would be to examine why millennials are choosing to be “cord cutters” or “cord nevers.” A more in-depth look at some factors leading to their decision to do with

or without pay-tv services is needed. Further examination of issues such as cost,

type and selection of content, availability and accessibility are worthy of future study. Research is needed to determine if the “millennial cord nevers” are indeed having a major impact on the television industry. The final recommended continuation/expansion of this study would be related to the Plural generation. By exploring how the millennial generation influences the media habits of the Plural generation, we can hope to predict new trends in media and media consumption that can be expected from this generation.

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Appendix A Survey Questions

A.1 Below is the list of questions with answer options from the survey- Millennial Media Consumption and the Birth of the Anytime, Anywhere Television Viewing Experience.

Q1 Please select the range in which your age falls:  Under 16  16-17  18-24  25-34  35+ If 35+ Is Selected, Then Skip To End of Survey

Q2 Please select your gender:  Male  Female

Q3 Please select your ethnicity:  White  African American  Hispanic  Asian American  Other Q4 Please select your educational status:  High School graduate  Some college, no degree  Associates degree  Bachelor's degree  Graduate or Professional, no degree  Graduate or Professional degree

Q5 Describe your occupational status:  Student  Part-time student/part-time employed  Full-time student/full-time employed  Full-time employed  Un-employed

Q6 How often do you fast forward through commercials?  Never  Rarely  Sometimes  Often  All of the Time

Q7 Commercials have played a key role in the financing of television shows. Would you be willing to pay more for content if there were fewer commercials?  Yes  No

Q8 On a monthly basis, what is the maximum amount that you would spend for Internet access and a package of television services?  $151 or more  $126-$150  $101-$125  $76-100  $51-$75  $25-$50  $0

Q9 How important is the ability to access content across multiple devices during your viewing experience?  Not at all Important  Very Unimportant  Somewhat Unimportant  Neither Important nor Unimportant  Somewhat Important  Very Important  Extremely Important

Q10 How often do you access the Internet as a source for entertainment?  Never  Less than Once a Month  Once a Month  2-3 Times a Month  Once a Week  2-3 Times a Week  Daily

Q11 How often do you use a portable device (i.e. laptop, smart-phone, tablet) as a "second screen" while watching traditional television?  Never  Rarely  Sometimes  Often  All of the Time

Q12 Would you be more inclined to continue viewing a network if they created social viewing apps and mini-web series to help increase engagement during and between show seasons?  Definitely will not  Probably will not  Don't know  Probably will  Definitely will

Q13 Which of the following characteristics do you most identify with? Choose all that apply...  Tech-savvy  Open to change  Desires immediate access to information/entertainment  Multi-tasker  Social Media savvy  Optimistic about the future

Q14 Please list any other activities you engage in while watching traditional television or online video?

Q15 How important is the incorporation of social media into your television viewing experience?  Not at all Important  Very Unimportant  Somewhat Unimportant  Neither Important nor Unimportant  Somewhat Important  Very Important  Extremely Important

Q16 Would you like to see more writers/producers incorporate viewer opinions/ideas from social media when creating content? Please explain why...

Q17 How do you think the incorporation of viewer opinions/ideas would impact your viewing experience? Please explain...

Q18 What creates an enjoyable television viewing experience for you?

Q19 How important is the ability to connect with, and share thoughts with other viewers while viewing television shows?  Not at all Important  Very Unimportant  Somewhat Unimportant  Neither Important nor Unimportant  Somewhat Important  Very Important  Extremely Important

Q20 Please give a brief explanation for your answer above...

Q21 What values/themes would you like to see more of in media content/programming that speaks directly to you and your life experiences?